Research On The Phenomenon Of Consumption Of Non-conspicuous Luxury Goods In China

"Luxury" is not strange to Chinese today.With the continuous growth of national disposable income,China became the world's largest consumer of luxury goods.Based on the existing literature on inconspicuous consumption,this paper focuses on the phenomenon of inconspicuous consumption in luxury industry,with the purpose of exploring the status and causes of "phenomenon of inconspicuous luxury consumption in China".The specific research work was carried out in China's luxury shopping malls.Through 300 questionnaires,32 cases of in-depth interviews and participatory observation,the data and information of the research subjects were collected.Through investigation and analysis,it is found that there is actually "inconspicuous consumption behavior" in luxury industry,that is,consumers intentionally or unintentionally avoid obvious signs on the basis of knowing certain product knowledge and do not engage in consumption behavior for the purpose of comparing and showing off.Taking the international jewelry brands in Chinese shopping malls as an example,the main reason for consumers to buy luxury goods is usually the functional value,social value,emotional value,cognitive value or conditional value that the products carry,such as low-key preference or emotional expression,which may contribute to the occurrence of inconspicuous luxury consumption behavior.This paper explores the causes about phenomenon of "China's inconspicuous luxury consumption" through study of consumption behavior.First of all,social modernization promotes people's need for self-identity and self-realization,making people more inclined to consume inconspicuous luxury goods.Secondly,inconspicuous consumption can avoid unnecessary hostility from others.Third,China's clean government infrastructure makes conspicuous luxury consumption gradually lose its soil.Fourthly,from the general perspective of individual subjective reasons of consumers,the consumers of inconspicuous luxury goods can be divided into three types: traditional idea-oriented,modern idea-oriented,and unfixed idea-oriented.Fifth,the behavior of consumers of inconspicuous luxury goods also has the particularity of individuality,such as the difference of demographic characteristics and shopping preference,which will affect the final shopping decision of consumers.It can be seen that the formation of the phenomenon of inconspicuous luxury consumption is not only influenced by social objective factors,but also influenced by individual subjective reasons of consumers.In my opinion,inconspicuous consumption is an inevitable trend in the development of luxury consumption,which is conducive to the harmonious development of society.Of course,conspicuous luxury consumption and inconspicuous luxury consumption are not completely opposite,and they can coexist under the current social conditions.It is hoped that through this study,luxury consumers can be promoted to establish a rational consumption concept,and enterprises can be helped to understand more diversified luxury consumer groups.